Atlantic Crossing Digital Consulting

Axapta product marketing

Client:  Damgaard International A/S

Entering the US market, the Axapta ERP-product (now marketed as Microsoft Dynamics AX) in 1998 needed a new identity, complete with product name, product terminology and trademarks. In close cooperation with IBM US who would handle the field marketing, Atlantic Crossing led and executed these efforts that among other things resulted in trademarks like MorphX and X++. Trademarks that are still in use by Microsoft to this day.

Tags:  channel marketing, communications, new market entry, product marketing
Application:  ERP - Enterprise Resource Planning
Current owner:  Microsoft Corporation